Syria will hold its first international travel trade exhibition, Syria Travel Show (STS) 2026, in Damascus from September 28 to 30, 2026. Organised by Mangusteen Events and Exhibitions and SO Media under the patronage of the Syrian Ministry of Tourism, the event will take place at the Al Moutanbi Hall in the Dama Rose Hotel. STS 2026 aims to connect a wide range of sector stakeholders, including tourism authorities, investors, hotel groups, developers, airlines, tour operators, travel agencies, technology providers, franchise owners, and cultural institutions.
Rising Tourism Demand and Visitor Growth
Visitor arrivals to Syria in the first half of 2026 reached 3.52 million, more than
doubling the volume compared to the same period in 2025. International visitor numbers increased by 448%, while Arab visitor arrivals grew by 107%. Syrian expatriates returning also rose by 75%. Key visitor source countries include Türkiye, Germany, Sweden, the United States, the Netherlands, Canada, and the United Kingdom. Regional Arab markets showing strong growth include Jordan, Lebanon, and Iraq. This surge in arrivals reflects growing regional and international confidence in Syria’s tourism sector and supports its vision to drive economic growth through tourism investment.
Event Format, Participants, and Topics
STS 2026 will feature a travel trade exhibition accompanied by keynote addresses, panel discussions, cultural showcases,
professional networking, and a curated business-to-business matchmaking programme. The organisers anticipate participation from over 30 exhibitors, more than 20 speakers, and upwards of 5,000 attendees. Conference sessions will address critical issues influencing Syria’s tourism development, including policy and investment, public-private partnerships, hospitality, aviation, destination marketing, inbound tourism, cultural heritage, travel technology, entrepreneurship, talent development, and regional cooperation. The exhibition will showcase Syrian tourism destinations, hospitality brands, travel services, tourism products, and potential investment projects.
Official Outlook on Tourism Sector Growth and Investment
H.E. Mazen Al-Salhani, Syria’s Minister of Tourism, said the sector is entering a new phase marked by increasing confidence and rising demand. He emphasised the government’s
commitment to creating an investment-friendly environment and stated, “Our ambition is to build a tourism-led economy by empowering the private sector, attracting responsible investment and developing world-class tourism experiences that showcase Syria’s unique cultural and natural assets.” STS 2026 is positioned as a platform to bring together investors, industry leaders, and strategic partners to unlock the sector’s full potential and guide its next development phase.
Business Opportunities Across Tourism Sectors
The event will provide forums for discussions on hotel and resort development, tourism real estate, infrastructure, destination readiness, and public-private partnerships. International and regional hotel operators can explore management and development collaborations to introduce established
hospitality concepts to Syria. Franchise owners in accommodation, food and beverage, retail, wellness, and visitor services will have the opportunity to assess market demand and potential partnerships. Tour operators and travel agencies can pursue inbound tourism product development across cultural, heritage, religious, medical, wellness, adventure, and experiential segments. The show will also offer entry points for airlines, aviation services, online travel agencies, booking platforms, payment providers, and travel technology companies aiming to reconnect Syria with global tourism ecosystems.
